Charm, warmth and design: Inside Slohh by Roach and Hilton’s Curio Collection

PhotoSparks, the weekly photography feature from YourStory, has showcased an array of creative events since its inception in 2014. These have included an art festival, a cartoon gallery, a world music festival, a telecom expo, a millets fair, a climate change expo, a wildlife conference, a startup festival, Diwali rangoli, and a jazz festival.

In today's competitive market, design has become a crucial differentiator for both startups and established enterprises. While aesthetics are important, thoughtful design can help a company establish a unique identity, convey its value proposition, and influence customers' brand experiences. Large corporations have recognized this and incorporated design as a strategic consideration, moving beyond just visual branding and aesthetics.

In the hospitality industry, this approach has led to the development of unique properties that stand out from traditional chain hotels. Hilton's Curio Collection, for example, features individually designed hotels that maintain their individuality while being part of the larger Hilton network. These properties often reflect their location, history, and local character through their design, which can extend to aspects like dining, architecture, and guest experiences that connect them to the surrounding community.

Hilton's Curio Collection has now expanded its lifestyle portfolio in India with Slohh by Roach in Whitefield, Bengaluru. The 220-room hotel was developed in collaboration with Roach Lifescapes, the lifestyle brand founded by Christina Roach. According to Roach, the hotel was created with the same care and attention as she would give to a home. Many of her clients are tech professionals who frequently change hotels while traveling, but she aimed to create an experience that would make her property memorable.